MAM
Luminous Power Technologies elevates Ruchika Gupta to CMO
Mumbai: Luminous Power Technologies has announced the elevation of Ruchika Gupta to chief marketing officer (CMO). She earlier held the position of assistant vice president, marketing communications at the company.
According to Luminous, Gupta will now be at the helm of the marketing function and report to the managing director, Vipul Sabharwal. “She will cover aspects like overseeing brand management, digital consumer experience, and development of marketing and advertising initiatives with a strong focus on overall brand building,” said the company in a statement.
“After some phenomenal and inspired work here, I have great confidence in Ruchika, and I believe now it’s time for her to reach greater heights with her new role,” Sabharwal said. “With her strong domain knowledge, expertise in brand transformation, digital marketing, PR, consumer, and market strategy, Ruchika to bring in a new perspective, a thrust to the overall strategy and take our brands to new horizons.”
“I am excited about the recognition of the role that brand marketing plays and can play at Luminous,” Gupta shared. “Over the last few years, our brands have been on a transformation journey and it is now at a stage where business as usual no longer applies. The pandemic forced us all to take a hard look at the strengths we all bring to the table – and am glad that the positive results shone through. Going forward my job will be to ensure that we cement our thought as well as business leadership in the market.”
Prior to joining Luminous in 2016, Gupta was heading the qualitative research wing for Millward Brown for the Northern region. In her earlier stints, she held many executive roles working with companies like Microsoft, Nokia, Nestle India.
Brands
Zee partners L’Oréal Paris on multi-language Glycolic Gloss campaign
Brand films and show integrations target Hindi, Marathi, Tamil and Bangla viewers
MUMBAI: Zee Entertainment Enterprises Limited has partnered with L’Oréal Paris to roll out a multi-regional advertising campaign for the Glycolic Gloss haircare range, leaning on regional storytelling and trusted television celebrities to drive belief and recall.
The campaign spans four bespoke brand films and contextual integrations across Hindi, Marathi, Tamil and Bangla markets. At its core is a simple consumer insight: Indian audiences are more likely to trust visible results validated by others than abstract product claims.
Zee Entertainment Enterprises head of advertisement revenue, broadcast and digital Laxmi Shetty, said brands are increasingly seeking relevance and credibility alongside reach. She said the campaign demonstrates how regional “dilfluencers” can turn product claims into “visible, validated experiences” by embedding brands within authentic storytelling across platforms.
To that end, Zee has deployed its roster of regional “dilfluencers”: familiar faces from leading fiction channels, to anchor the films. The celebrities share first-hand experiences with the Glycolic Gloss range, framing shine and smoothness as instantly noticeable and socially affirmed rather than promised.
WPP Media president, client solutions, South Asia Shekhar Banerjee, said the campaign was designed as a platform-first, integration-led solution that balances scale with attention. Aligning the brand with Zee’s premium content and trusted talent, he said, helped push impact beyond visibility towards sustained brand trust.
Beyond standalone films, the campaign extends into contextual integrations within top-rated fiction shows airing through January and February 2026. These in-show moments are designed to embed the product into everyday narratives without disrupting viewer engagement.
L’Oréal Paris India general manager Dario Zizzi, said the renewed partnership reflects the brand’s focus on engaging India’s diverse consumer base through local languages and culturally resonant narratives. He added that integrating the Glycolic Gloss range into Zee’s regional content allows the ‘Gloss Ki Guarantee’ proposition to connect with women’s lived experiences across markets.
The initiative will run across Zee’s linear television network and its OTT platform, Zee5, combining mass reach with digital amplification. For L’Oréal Paris, the strategy reflects a deliberate move away from one-size-fits-all communication towards locally resonant messaging tailored to language, culture and viewing habits.
Media planners involved in the campaign say the approach underscores a broader shift in beauty advertising, where scale is increasingly paired with credibility and contextual relevance. By aligning with premium content ecosystems and well-known regional talent, the Glycolic Gloss campaign aims to translate visibility into sustained brand trust.
